Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.

The Works of Marketing with Ray INDEX

November 5 , 2002 • Volume 2 Issue 22

Weird Creative & People

A few weeks ago I wrote about my concept"ChaNge is Out ... ChaRge is IN!"

This is a follow-up. Today let's talk about people. The Who of business. And how important Who is. More than what or why. Or when or where. Or how. Meaning people are key to everything.

It's unlikely this is a debatable concept. Seems universal. At least solid lip service is given to the idea.

The book Good to Great by Jim Collins, now available in book stores and online, agrees. And goes into detail about how good companies became great companies - with the right people in place. Not with a new direction, focus ... or even a revolution. Or name and slogan. Or an inspired program of super perks. Not the fear of failure - although that may be powerful. Not with technology - important, yet it is not "the" thing, either.

Good things happen when people make good things happen. Who is in place is the most important element in"The ChaRge Society".

And yes, sometimes these "ChaRge"type people are weird and creative. How they think is not a straight line. The journey to arrive at a destination is frequently more of a challenge then it needs to be. Because that is the challenge. That's what's fun. That's what keeps these minds moving. Dreaming. Thinking up the unthinkable.

In prepping for this article I used three sources, one old, two current. The first is mentioned above, the Good to Great book. Another was a recent article about an "ole timer" - written about in USAToday by Kevin Maney. That really weird guy is Joseph Schumpeter - the horseman, lover and economist. Most of what we know about him revolves around the boring part - the economy.

The third source was a collection of words by Stanford University prof Robert Sutton. He certainly has a reverse thought process ... it goes like this;

"We hold these truths to be self-evident: We recruit people who are quick on the uptake, people whom we like and need. We encourage coworkers to get along. We make decisions based on experience.

"Now flip those assumptions upside down.

"Hire slow learners, people whom you dislike and don't need.

"Encourage them to defy and fight with their managers and peers.

"Think of ridiculous things to do, and do them."

WOW - strange ... weird ... stuff. Yet, it does make sense when you're thinking forward. Different. Truly "ChaRge", and not just change. When you'd like innovation to create something useful. And profitable!

Because, as Sutton says "... creativity isn't about wild talent as much as it's about productivity." BINGO!

The professor also says ... "Personally, I think failure stinks. But the fact is, every bit of evidence demonstrates it is impossible to generate a few good ideas without generating a lot of bad ideas." A couple of people I think of where this statement applies are Abraham Lincoln and Thomas Edison.

Next, Schumpeter. In his book Capitalism, Socialism and Democracy,published in 1932, he talks about "Creative Destruction". At the time it was a nothing - just like the man. Today it is "hot". What Schumpeter meant by his term is you have to tear something down to build it up.

At least, with definition, it sounds interesting. Schumpeter applied his term Creative Destruction to the economy. Specifically the capitalistic economy;

"...incessantly revolutionizes the economic structure from within incessantly destroying the old, incessantly creating a new one."

He sure like that word 4-part word incessantly!

The term Creative Destruction enjoyed a rebound through the dot.com build up. And again during the fall down, when "the new economy" did not happen. Then it moved on to the Washington, D.C. crowd - to justify new programs we don't need.

This type thinking, too, is weird. And it could come only from weird thinking creative people. No one walking a straight line from A to Z would consider destroying before building. It's only the truly innovative who "see" what will be built, before it is.

Let's end this by returning to Jim Collins and his new book. Collins shares several stories of turn-around-artists ... those weird folks who make a company going bad, good again. His example of David Maxwell and Fannie Mae - although nearly two decades old - is a classic.

Maxwell became CEO at a time FM was losing a million dollars a day. When asked by the board "what" he was going to do to fix it, he replied;

"That's the wrong first question. To decide where to drive the bus before you have the right people on the bus, AND the wrong people off the bus, is absolutely the wrong approach."

Maxwell was talking who. And soon Fannie was earning $4 million dollars a day.

Another success story is Wells Fargo Bank. Because I was a very small part of their transformation to something better, I remember a small piece of their ChaRge action.

When the Bank decided to ever so slowly, yet every so surely, become a truly big player in the western USA, one of the requirements was that branch managers get active. Go into the community. Meet customers. Seek new business. Follow-up current customers for more. Get seen and be heard. Become extroverts ... no longer the introverted manager that was so prevalent in finance.

And ... it worked. Because somewhere around 20% of the managers left, to be replaced by the new breed. Which wasn't the direction for status quo. The old guys (and gals) were cut from old cloth - and the new focus was weird. And it WAS weird! The focus came off the bank and went onto the customers. It WAS different. Unusual. And unique for its' day. And . . . it worked!

Author Jim Collins says;

"So long as we can choose the people we want to put on our minibus, each of us can create a pocket of greatness. Each of us can take our own area of work and influence and can concentrate on moving it from good to great. It doesn't really matter whether all the CEOs get it. It only matters that you and I do."

So, marketers - there is a challenge to being creative. Sometimes we are the client and we keep ourselves comfortably inside. I contend, that if you are in a box - it's a box you built. So unbuild it! Get out. Be weird.

Sometimes we are the creative - and become uncomfortable outside the lines. We're afraid to stretch. We talk about thinking like little children ... yet, we don't. Again, I suggest you do. Go ahead - be weird. That's where the world's most ingenious ideas come from.

And . . . EnJoy!

You can bring "It IS What's Next!"
to your group

I am ready to share this full and exciting program with you. (Visit It IS What's Next! -- click here.)

And I'm ready to do it today. To book an hour or two to give you this different, interesting, meaningful, warm and true action presentation. To your club. Your company. Your organization. Your association. Any group you have. At any place. At any time. For any reason.

It IS What's Next! is available to you as a Keynote Address. As a special program. As an opening or closing presentation. As a different / unique session.

This event puts everything into perspective. i.e., people are more important than "stuff", or "things". It demonstrates what is first in life. What is first in business. It works at home. It works at the office.

Interested? E-mail me; Ray@RayJutkins.com and let's make it happen. I look forward to hearing from you. Soon.

Thank you!

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Everyone can learn.

And those of us who've been in business more than a day and half ... well, we can learn, too. Many times I find myself being reminded of things I know ... and forgot. Or at least forgot to use. Knowing and doing are two completely different things.

Well, just maybe my collection of products is something you - or some of your team - can learn from.

For details on every product, and to place your order,OR to book Ray to speak and thus get your BONUS!, visit Marketing Products at www.magicmarketingminutes.com/. Or fax 1+810+815-2520. For questions on quantity orders phone Ray at 1+928+785-9400.


It's the time of the year we begin planning.

For some it's the holidays - and how to get through the next 6-8 weeks. For all business it is thought about next year. With that thought - here are a pair of sound ideas from Anonymous;

"Meetings without specific objectives tend to achieve nothing specific."

"Not all events need a firm plan. Many just need a change of mind."

"Quotes with Direction" has been a part of my web site collection from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/. There's a new batch up every 4 weeks.


Magic Marketing Minutes

How to Write an Direct Mail Letter

Here are 8ight golden guidelines for writing the perfect Direct Mail letter.

#1). Write it like you say it! Don't worry about grammar. Don't concern yourself with punctuation. And don't word-smith every sentence. Make it human.

#2). The best mail is personal mail multiplied. Write to your Aunt Sally and then send it to everybody. And do it over and over. Again and again. It works. Personal mail is best.

#3). If your audience is octogenarians then you become an octogenarian. Plumbers don't respond the same way as doctors. Teenagers are different than grandparents. Musicians and architects respond differently. Know this and write to your audience.

#4). Never, but never talk down to your audience. Look them straight in the eye and then write to them.

#5). Never tell a lie. Instead, tell a funny story. Be entertaining. Weave a theme. Make a point. And always be true.

#6). Have something to say. Have something specific to say. Be interesting ... still, don't beat around the bush.

#7). Make me an offer I can't refuse. The offer is many times the difference between success or failure. Make me the very best offer you can make. And the last point ...

#8). Ask for the order. Be specific. Ask your audience to do business with you. To come to your store. To mail back the response card. Fax or E-mail you the answer. To fill out the order form. To make an appointment. To make a donation. Whatever it is, always be certain to Ask For The Order.

The 8ight golden guidelines for writing the perfect Direct Mail letter.

The Works of Marketing with Ray INDEX

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